For the last year and a half or so, we’ve been going live on social media pretty much every Friday where we invite guests from our local community to chat about different topics. It’s been interesting but we decided to drop it because we realized we expend an awful lot of effort and time creating general brand awareness.
With general brand awareness, you’re getting your name out to the general public. We’ve generated a lot of business because of that but we’ve recently segmented into 3 more narrow industries. We realized that we need to be spending more time on brand awareness within our niche industries. We’re going to shift from general brand awareness to more targeted brand awareness.